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What Has One Insanely Great Designer / Entertainer / Leader / Businessman Wrought? Before Steve Jobs… computers were utilitarian tools for computation. After Steve… computers became beautiful objects we could use in thousands of ways to aim to make life better. Steve’s design aesthetic was second to none.Copyright 2011. All rights reserved. 24

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In a Mobile-ized / Transparent World = Pricing Matters A LOT! Reasons for In-Store Purchase Abandonment Among USA Smartphone Users, 7/11 Found it online for a better price 52% Found it at another store for a better price 51% Saw a negative review about the item 34% I bought a similar item instead 21% It was not available in-store 17% No longer needed the item 7% None of the above 1% % of RespondentsSource: comScore US smartphone user survey, 7/11.Note: the same survey also indicated that 50% of USA smartphone users have used their smartphones to find a nearby store. So while mobile Internet is helpingdrive foot traffic to local stores, it is also helping make pricing info more transparent for the consumers.Copyright 2011. All rights reserved. 33

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Authentic Identity – The Good / Bad / Ugly. But Mostly Good? With 800MM global active Facebook users…50% that log on in any given day…with an average of 130 friends…and an average of 80 community pages / groups / events…and more than 250MM photos uploaded per day and 350MM active mobile users…* And 835MM smartphone users (likely ramping to 1.4B within two years)… It’s hard to hide. The ‘truth’ is often just a photo/click–send away. ‘Clean, well-lighted place to do business?’ ‘People are basically good?’ In a world with tremendous uncertainty – owing to the rapid ramp in always-on, connected citizens of the world, perhaps, the world is on the cusp of being safer than ever? There are lots of sacrifices. This is new terrain. Only time will tell how all this plays out…Source: Facebook, 10/11.Copyright 2011. All rights reserved. 52

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Economy – Often darkest before dawn. At least we know what the problems are. Now we need the resolve to fix them. Across-the-board sacrifice needed. Tech Industry – Wow! Unprecedented times! If you can keep your head when all about you are losing theirs…* *Rudyard Kipling - ‘If’Copyright 2011. All rights reserved. 65

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Disclosure The information offered in this presentation speaks to industry trends in general, and should not be construed as providing any particular recommendations or analysis for any specific company that is mentioned in this presentation. KPCB is a venture capital firm that owns significant equity positions in certain of the companies referenced in this presentation.Copyright 2011. All rights reserved. 66